THE MARKETING ARM
The Marketing Arm is a privately held, Dallas-based full-service marketing agency serving enterprise brands across digital, experiential, social, and print channels. Through three operating subsidiaries and a proprietary Cultural Resonance Score™ methodology, it executes 2,500+ sports, entertainment, and talent partnerships annually for clients including State Farm, Doritos, and Morgan Stanley.
- Company typePrivate
- Founded1992
- HeadquartersDallas, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What THE MARKETING ARM does
The Marketing Arm (TMA) is a privately held, full-service marketing agency founded in 1992 and headquartered in Dallas, Texas. The firm operates across eight offices spanning Dallas, Chicago, Irvine, Los Angeles, New York, Stamford, and Manchester (UK), and is structured around three wholly-owned operating subsidiaries: Alcone Marketing Group (marketing services), Fanscape LLC (marketing services), and Platinum Rye Entertainment (celebrity and IP procurement). TMA serves enterprise and consumer brands across food & beverage, insurance, financial services, automotive, retail, gaming, entertainment, and government sectors, executing 2,500+ sports, entertainment, property, and talent partnerships annually.
The agency's core technology is the proprietary Cultural Resonance Score™ (CRS), a trademarked percentile-rank (0–100) metric developed in partnership with BERA.ai that measures brand cultural impact across four pillars — Recognition, Alliance, Engagement, and Advocacy — across 4,000+ brands in 200+ sectors. CRS functions as the unifying methodology connecting TMA's service capabilities, which span brand advertising, content creation, brand partnerships, celebrity and influencer marketing, sports and entertainment marketing, physical/digital/retail experiences, gaming, social media, community engagement, and loyalty. The agency's flagship activations include the CHOSEN event connecting NFL draft prospects with brands, recurring Super Bowl creative work (State Farm, Doritos), and the annual Platinum Rye Super Poll of 1,000+ viewers on Big Game advertising.
TMA generates revenue through professional-services agency fees — project-based and retainer arrangements with enterprise and mid-market clients — delivered via direct sales relationships. Pricing is not publicly disclosed. Its GTM is field-led enterprise sales complemented by event-driven activations and thought-leadership content marketing (corporate blog, LinkedIn, Instagram, YouTube). Leadership is headed by CEO Trina Roffino (promoted 2023), CCO Harris Wilkinson, CEO of Sports & Entertainment Jeff Chown, and Chief Integration Officer Gregg Hamburger. The firm holds CCPA compliance and EU-U.S. Privacy Shield certification and is independently owned with no disclosed parent or institutional investor backing.
THE MARKETING ARM firmographics
Firmographics- Name
- THE MARKETING ARM
- Legal name
- The Marketing Arm Inc.
- Website
- https://wearetma.agency
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Marketing Arm is a privately held, Dallas-based full-service marketing agency serving enterprise brands across digital, experiential, social, and print channels. Through three operating subsidiaries and a proprietary Cultural Resonance Score™ methodology, it executes 2,500+ sports, entertainment, and talent partnerships annually for clients including State Farm, Doritos, and Morgan Stanley.
- Ownership category
- akta.pro rank
THE MARKETING ARM industry classification
Industry- Product category
- Marketing Agency Services
- NAICS
- Advertising Agencies (54181), Advertising Agencies (541810), Other Services Related to Advertising (541890)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Experiential, Event & Sponsorship Marketing (BPAFAAAH)
- akta.pro secondary industries
- Sponsorship Activation & Sports/Festival Experiential (BPAFAGAG), Event Staffing & Brand Ambassadors (BPAFAGAC), Experiential Staffing & Brand Ambassadors (MPAAAGAJ), Employer Brand Strategy & Talent Branding (BPAFAEAH)
Keywords
Where THE MARKETING ARM is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
THE MARKETING ARM business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Marketing Agency Services: TMA provides marketing agency services including activations, digital, experiential, social, and print marketing on behalf of clients. Revenue is generated through agency fees for creative services, campaign development, and marketing activations.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
THE MARKETING ARM product offering
Product offeringCore offering
The Marketing Arm is a full-service marketing agency that designs and delivers brand activations on behalf of clients across digital, experiential, social, and print channels. Its work is unified by the proprietary Cultural Resonance Score™ methodology, which measures a brand's standing in culture across four pillars (Recognition, Alliance, Engagement, Advocacy) and is used to plan, validate, and optimize marketing programs including Super Bowl campaigns, sports sponsorships, celebrity/influencer partnerships, and experiential tours.
Product overview
THE MARKETING ARM is a full-service marketing agency that provides activations on behalf of clients across digital, experiential, social, and print channels. The agency operates as a unified platform organized around its proprietary Cultural Resonance Score™ methodology, which measures brand cultural resonance across four pillars: Recognition, Alliance, Engagement, and Advocacy. The core offering centers on the Cultural Resonance Score™ as the unifying metric that connects all service capabilities, which include Brand Advertising, Content Creation, Brand Partnerships, Celebrity & Influencer, Sports, Entertainment/Film+TV, Physical Experiences, Virtual+Digital Experiences, Retail Experiences, Gaming, Community Engagement, Social Media, and Loyalty. Key divisions include Platinum Rye Entertainment (talent and IP procurement) and the CHOSEN event platform for connecting brands with NFL prospects. The agency also publishes annual research including the Platinum Rye Super Poll on Super Bowl advertising.
Differentiator
Problem solved
Functional benefit
Brands
- Platinum Rye Entertainment: A division of TMA that procures talent and IP for brands and agencies, historically among the biggest buyers of celebrity talent for Super Bowl ads. Conducts the annual Super Poll survey of viewer attitudes toward Big Game advertising.
Products and services
- Cultural Resonance Score™ A proprietary percentile-rank (0-100) metric measuring a brand's impact on culture across four pillars (Recognition, Alliance, Engagement, Advocacy), used to validate and optimize client campaigns.
- Brand Advertising Strategic brand advertising services that establish a brand's role in consumers' minds, addressing the Recognition pillar of Cultural Resonance.
- Content Creation Development of branded content across digital, experiential, social and print channels to build cultural resonance.
- Brand Partnerships Facilitation of strategic partnerships between brands and cultural entities, celebrities, influencers, sports properties, entertainment, and film/TV.
- Physical Experiences In-person brand activations and experiential marketing that drive willing consumer time investment with brands (Engagement pillar).
- Virtual + Digital Experiences Digital and virtual brand experiences including online activations, gaming integrations, and digital-first campaigns.
- Retail Experiences In-store and shopper marketing activations that drive consumer engagement and brand advocacy.
- Gaming Marketing Gaming-specific marketing and brand integrations within video games and interactive experiences.
- Community Engagement Community building and management services that drive consumer advocacy and amplify brand messages.
- Social Media Marketing Social media marketing and management services that build brand community and advocacy.
- Celebrity & Influencer Marketing Talent acquisition and management for celebrity and influencer partnerships, including sports athletes and entertainment personalities.
- Sports Marketing Sports marketing services including athlete partnerships, sports event activations, and sports property sponsorships.
- Entertainment / Film + TV Marketing Entertainment marketing including film, TV, and streaming partnerships and activations.
- Loyalty Program Services Loyalty program development and management services that encourage consumers to actively amplify brand messages.
- Platinum Rye Entertainment Talent & IP Procurement Division of TMA that procures celebrity talent and intellectual property for brands and agencies; historically among the biggest buyers of celebrity talent for Super Bowl ads and producer of the annual Super Poll research on Big Game advertising.
- CHOSEN NFL Draft Prospects Event Exclusive annual event that connects top NFL draft prospects with consumer brands for networking, endorsement education, and partnership deal-flow.
Quantifiable outcome
- Brands with highest Cultural Resonance Score grew 25% more than competitors; top three grew at twice the rate of competition
Companies that use THE MARKETING ARM
Customer profileNamed customers13 records
Segments2 records
Ideal customer profiles3 records
THE MARKETING ARM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature1 record
THE MARKETING ARM partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- Platinum Rye EntertainmentcorePlatinum Rye Entertainment is a division of TMA that procures talent and IP for brands and agencies. They are historically among the biggest buyers of celebrity talent for Big Game ads and conducted the annual Super Poll survey of 1,000+ viewers on Super Bowl advertising preferences.
- Morgan StanleycoreMorgan Stanley partnership for Women's Tennis Association global partnership, featuring Leylah Fernandez in 'Boundary' campaign to promote inclusivity in tennis.
- NFLcoreCHOSEN event connects top NFL draft prospects with consumer brands the night before the NFL Draft. TMA hosted 25 most marketable draft prospects with 15 top consumer brands.
- State FarmcoreMajor client relationship for NFL campaign creative, Jake from State Farm character development, Super Bowl advertising, and sports marketing activations. TMA has created multiple Super Bowl spots for State Farm.
- DoritoscoreTMA manages Doritos Crash the Super Bowl campaign and gaming activations including Fortnite partnerships and IRL experiences.
- Uber EatscorePartnership with Uber Eats and Visa for Grants for Growth small business program and sustainable packaging initiatives in London, Madrid, Paris, Los Angeles, and New York.
- VisacoreJoint partnership with Uber Eats providing $1 million in grants for sustainable packaging solutions to restaurants in London, Madrid, Paris, Los Angeles, and New York.
- Wendy'scoreWendy's Wednesday's campaign and Final Four marketing activations.
- Advance Auto PartscoreDieHard battery campaign featuring Bruce Willis reprising John McClane role, created by TMA for Advance Auto Parts.
- Six FlagscoreCome Out and Play campaign, Funsultant creative work, and Halloween themed marketing activations.
- Morgan StanleycoreErasing Boundaries in Women's Tennis campaign featuring Leylah Fernandez, part of Morgan Stanley's WTA partnership.
- U.S. ArmycoreParade float, NCAA Final Four experience, and Pathfinder Arena marketing activations.
- Ocean SpraycoreBog Tour experiential marketing campaign.
- Pernod RicardcoreHoliday Hosting campaign.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
THE MARKETING ARM competitors and assessment
Company assessmentDirect peers
- Octagon: Global sports marketing agency representing brands in sponsorships, athlete endorsements, and experiential activations. Closely comparable to TMA on the sports and entertainment partnership side of the business, including NFL and major sports property work.
- MKG: Independent experiential marketing and brand experience agency with capabilities spanning content, partnerships, and live activations. Comparable to TMA in full-service experiential delivery and creative-led approach.
- 160over90: Full-service creative agency focused on sports, entertainment, and culture-driven brand work. Comparable to TMA on the cultural-resonance positioning and sports/entertainment client verticals.
- Momentum Worldwide: McCann Worldgroup experiential marketing agency focused on brand experience design and activation. Comparable to TMA's experiential/physical experience pillar and enterprise client roster.
- GMR Marketing: Experiential and sports marketing agency serving Fortune 500 brands with sponsorship activation, hospitality, and event-driven campaigns. Comparable to TMA in target client base (enterprise brands) and experiential activation focus.
- Sparks: Philadelphia-based experiential marketing agency specializing in brand experiences, sports and entertainment sponsorships, and event activations. Comparable offering overlap with TMA's experiential and partnership services.
- MKTG (Dentsu): Dentsu's experiential marketing and lifestyle agency covering sports, entertainment, and brand experience. Comparable to TMA across the sponsorship activation and live experience service lines.
Emerging players
- Captiv8: Influencer marketing platform connecting brands with creators across social channels. Comparable to TMA's Celebrity & Influencer practice but differentiated as a tech-enabled platform rather than full-service agency.
Broad incumbents
- Endeavor: Global talent representation and sports/entertainment company (WME, IMG, UFC). Comparable to TMA at the talent representation and sports IP adjacency, though Endeavor is a far larger public-company incumbent across the broader entertainment value chain.
- WPP (Ogilvy PR / GroupM): Global advertising/PR holding company whose Ogilvy, GroupM, and VMLY&R networks compete with TMA for enterprise marketing budgets. Comparable at the holding-company level for brand advertising and experiential work, though WPP is vastly larger and publicly traded.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
THE MARKETING ARM social profiles
Digital presenceTHE MARKETING ARM compliance and trust
Trust signalCompliance2 records
THE MARKETING ARM financial estimates
Financial estimateRevenue estimate
Valuation estimate
THE MARKETING ARM leadership team
Management profileNumber of profiles
Profiles15 records
THE MARKETING ARM subsidiaries and ownership
Company hierarchySubsidiaries3 records
THE MARKETING ARM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THE MARKETING ARM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about THE MARKETING ARM
What does THE MARKETING ARM do?
The Marketing Arm is a full-service marketing agency that designs and delivers brand activations on behalf of clients across digital, experiential, social, and print channels. Its work is unified by the proprietary Cultural Resonance Score™ methodology, which measures a brand's standing in culture across four pillars (Recognition, Alliance, Engagement, Advocacy) and is used to plan, validate, and optimize marketing programs including Super Bowl campaigns, sports sponsorships, celebrity/influencer partnerships, and experiential tours.
Is THE MARKETING ARM a public or private company?
THE MARKETING ARM is a private company. It is classified as unknown and is currently operating.
When was THE MARKETING ARM founded?
THE MARKETING ARM was founded in 1992. It employs 501 to 1,000 people.
Where is THE MARKETING ARM based?
THE MARKETING ARM is headquartered in Dallas, United States, in the North America region.
How does THE MARKETING ARM make money?
One revenue line is on record: marketing Agency Services.
Who are THE MARKETING ARM's main competitors?
Direct peers on record are Octagon, MKG, 160over90, Momentum Worldwide, GMR Marketing, Sparks and MKTG (Dentsu). Captiv8 is listed as an emerging player. Broad incumbents are Endeavor and WPP (Ogilvy PR / GroupM).
Does THE MARKETING ARM have an API?
No public API is recorded for THE MARKETING ARM.
What industry is THE MARKETING ARM in?
THE MARKETING ARM's product category is Marketing Agency Services. Its primary akta.pro industry code is BPAFAAAH, Experiential, Event & Sponsorship Marketing, with a secondary code of BPAFAGAG, Sponsorship Activation & Sports/Festival Experiential. Its NAICS code is 54181 and its SIC code is 7311.